Call conversion tracking with Google ads can help you see how effectively your ad clicks lead to different kinds of phone calls.

It is important to note that tracking call information from ads and from a website require Google forwarding numbers. Without call forwarding numbers we cannot enable call tracking. Though the number may display differently, the call will always forward to your correct main phone line. 

Types of phone call conversions we can track

Outlined below are 2 ways we track phone call conversions with Google ads. 

  • Calls from ads: Tracks calls made directly from call-only ads or call and location assets used in your ads. We set a minimum call length of 60 seconds, and every call that lasts at least that long is counted as a conversion/lead.
  • Calls to a phone number on your landing page: Tracks calls made when someone clicks on your ad, then calls the forwarding number google displays on your website/landing page. We set a minimum call length of 60 seconds, and every call that lasts at least that long is counted as a conversion/lead.

About Google call forwarding numbers

A Google forwarding number is a unique phone number from Google that you can use in your ads to help track the calls to your business. It can be used by turning on call reporting in your account settings.


When enabling call reporting, Google provides a unique phone number that's displayed with your ads or assets. If a user calls this phone number, Google Ads will route the call to your business phone number. You'll then be able to see detailed reports about calls generated from your ads.


Whenever possible, Google forwarding numbers will share the same area code or prefix number as your business. Otherwise, a local number area code or prefix for your geographic region will be used instead. In some cases, a local Google forwarding number may not be available. When this happens, your ad will show a toll-free Google forwarding number instead. Google forwarding numbers are either toll-free, equivalent to a local number, or a local number.


Frequently asked questions

  • Which phone number will be shown in my ads when call reporting is turned on?
    On mobile traffic, your business phone number will appear in the ad. After clicking on the ad, users will see the Google forwarding number in their dialer.
    On your landing page with the tracking code installed, the google call forwarding number will be displayed both on the page and in their dialer. 
  • What happens if someone calls the Google forwarding number, saves the number, and calls again later?
    Calls will still connect to the business for 60 days after the user’s initial call. Every time the user calls within that time period, the 60-day window is reset and the number will remain connected for another 60 days. After an entire 60-day period expires, the number will no longer route calls to the business.
  • What happens if someone doesn’t call after clicking the ad, writes down the Google forwarding number, and calls back later?
    If the user calls the Google forwarding number within about 30 minutes (up to about 2 hours in certain markets) of viewing the ad, the call will connect. If the user places the first call outside of this initial window, the call won't be routed. This is a rare scenario, as the vast majority of calls happen within 5 minutes of the user seeing a Google forwarding number in an ad or on a website.